Members of the military are a sought-after population for distance education programs. These adult students have a built-in aid budget for taking courses, and they might be quite motivated to complete their studies. Reaching them through advertising, however, remains a challenge.

“To rebrand, or not to rebrand”—that is the question that many higher-education institutions are asking these days to increase student applications, donors, engaged alumni, governmental funding, and community supporters. Whether it’s a college or the university as a whole, or a specialized program, telling the story through brand promise is becoming an integral part of academic conversations.

A brand is the promise you make to your constituents—students, faculty, alumni, and donors. It’s about who you are, how you deliver your services, and your commitment to your mission. Telling the brand story is more than developing a new website or glossy viewbook. It’s done through a compelling, ever-changing narrative of the impact you’ve made on your constituents’ lives.

Timothy Cigelske, currently the social media director for Marquette University, discovered the power of social media in his previous life as a journalist. “I stumbled on social media as a way to research stories; it’s a useful reporting tool,” he says. Years later, both he and social media have matured, and Cigelske currently runs Marquette’s social media endeavors with the help of four interns.

Having a social media presence is no longer unique for an institution of higher education, but Marquette’s reach and consistency of message set it apart. The university has a presence on 10 different social media platforms (see http://www.marquette.edu/social/) with the addition of Snapchat, and all of the communications support the university’s mission.